Hallmark Cards, Inc., a long-time CP&A client, challenged CP&A to create a "vision" to consolidate the "creative core" of Hallmark Cards.  The Creative Division was then able to bring all of their operations to one location, the 9th floor of the corporate headquarters.


After an extensive investigative and programming phase, CP&A's final design provided a "place for people to come to light and air".  The "Community Center" embodied Hallmark's corporate identity and pride, and consisted of shared public spaces including a Gallery, Library, Media Center and Resource Center.  The "Main Street" or primary circulation path provided the dynamic link among the "Community Center", "Neighborhoods" and "Alleys".


CP&A and Hallmark agreed that this group of employees warranted modifications to the corporate standard for the physical improvement.  A long undulating wall unified several departments within the Creative Division.  Through artful design, CP&A clearly marked the Creative Division as visually distinctive yet still connected to the corporate foundation that says "Hallmark".